This is a lecture I gave some time ago highlighting some of the key aspects to be considered if planning to develop international markets. I hope you find it of interest.
1. International Commercial Management CONFERENCE by Christian Bungard CEO, Jumping Frontiers Ltd. MADRID – SANTIAGO – BUENOS AIRES - DUBAI INTERNATIONAL BUSINESS DEVELOPMENT INTERNATIONAL SALES
2. INITIAL STEPS TO EXPORT A) The decision to export. Why to go international? B) Barriers in international business C) The export driven D) SWOT matrix in international business E) Quality, Quantity and Continuity to export
3.
4. The export driven Export Department Sales and Marketing Logistics Back-Office MANAGEMENT Production Legal Financial Resources Human Resources & Recruitment R+D
5. SWOT Matrix in international business Your Client THREATS OPPORTUNITIES WEAKNESSES STRENGHTS
6.
7.
8. HOW TO CHOOSE A MARKET TO EXPORT HOW TO CHOOSE A MARKET TO EXPORT
9.
10. Global Strategies Geographical Segmentation Channels to Market Client Segmentation TARGET MARKET ABC Classification . The most recommendable. MARKETS CLIENTS PRODUCTS
13. Industry/Sector segmentation (example) RETAIL HORECA INDUSTRY Hand in hand with the geographical segmentation, we will identify the most adequate market channels for the our products, considering factors like competitive position, profitability or market growth potential.
14.
15.
16.
17.
18. Commercial research – Market structure Concentrated Atomized Disperse Distribution platforms
19. Commercial research – offering a product line What happens when we export? Local Vs Destination
20.
21. Offering a product line – the importance of pricing Expected price Cost + margin price life cycle price JF
22. Commercial research – Distribution channels Level Zero Level One Level Two Level Three MANUFACTURER E N D C O N S U M E R National distribution chart Direct Long Short retailer wholesaler commissioners retailer retailer wholesaler
23.
24. Level Zero Level One Level Two Level Three MANUFACTURER E N D C L I E N T Industrial distribution chart Direct Commercial research – Distribution channels Sub distributor Industrial wholesaler Manufacturer representative Direct Sales branch
25. Commercial research – Brand identity BRAND POSITIONING Positioning is in our minds … But it is our responsibility to build it managing Positioning affects our marketing mix at all levels How can we achieve it? Efficiently combining segmentation with Differentiation
26.
27.
28.
29.
30.
31. EXPORT PLAN a) Ways to introduce my product? b) Determining your distribution channel c) Franchising the best way to export? d) Mailing export a tool to export? e) Need of product innovation, production and marketing f) Pricing strategies
32. Initial Phase: Strategic Analysis and Planning. Operational Phase: Execution, Development and Control. 6 7 8 9 10 Export Plan. Laying the paves. International Marketing Plan International Commercial Action Plan Financial Planning Costs/Objectives Previsions Budgeting Control of the International Commercial Results Revision of International Programme Business Diagnose Analysis Market Segmentation Target Market / Products Internal Analysis SWOT Competitive Strengths OBJETIVES Strategic Qualitative Quantitative International Strategy Plan 1 2 3 4 5
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44. Thank you for your time and interest. Please feel free to ask any questions. [email_address] Christian Bungard CEO. Jumping Frontiers.
45. Jumping Frontiers , your partner in international business. Jumping Frontiers, S.L. María de Molina St., 32 -3 28006 Madrid (Spain) Tph: +34 914 11 52 11 Fax. +34 915 610 972 www.jumpingfrontiers.com [email_address] Jumping Frontiers is member of the Spanish Association of Foreign Trade Consultants (ACOCEX)
